From strategy boards to billboards: Indian chess icons go mainstream, turn brand darlings

Gukesh, the reigning World Chess Champion.

Gukesh Dommaraju defeating Magnus Carlsen — considered the greatest chess player of current times — at Norway Chess 2025 wasn’t just a personal milestone. It signalled a wider shift in how chess is viewed in India, with brands now eyeing the sport’s rising stars.

Sudeep Subhash, Chief Revenue Officer of Collective Artists Network and CEO of Big Bang Social, expects a significant uptick in brand partnerships for the reigning world chess champion Gukesh in the coming quarters. Collective Artists Network manages the brand marketing portfolio of Gukesh.

"Gukesh has a few key deals but most of those were signed before this recent run of massive international success. With the traction he’s building, I wouldn’t be surprised if we see 5–7 new brand associations this year, especially in categories that are trying to reach younger, achievement-driven audiences," Subhash said.

Earlier this year, fashion e-commerce platform Myntra featured Gukesh along with Indian chess grandmaster Viswanathan Anand in its in-app FWD campaign.

Subhash added that Gukesh’s incredible win at the Candidates Tournament followed by his strong performance at Norway Chess has really lit a spark.

Breaking out of its niche

"For the first time in a long while, chess is breaking out of its niche and entering mainstream conversation. It’s picking up real momentum in pop culture, and brands are starting to pay attention. The idea that sports stories are only about cricket or football is shifting. Precision sports like chess, especially with young, focused talents like Gukesh, are starting to resonate."

Neerav Tomar, Founder and Managing Director of IOS Sports, which recently onboarded chess player Vantika Agrawal, is looking to sign a few brand deals for the player.

"She represents the new wave of Indian chess talent—disciplined, articulate, and highly aspirational. We’re already in early talks with a few brands which are keen to associate with her. The initial interest is promising, and we expect her first deals to fall shortly," he added.

Global performance

Indian players' performance at the global level is driving the interest of brands, said Avadh Shah, country director of Chess.com, one of the largest chess platforms.

"Indian players have done quite well at the global level for the past 2-3 years. From Gukesh winning the World Championship, Pragg (Rameshbabu Praggnanandhaa) being runner-up at the last FIDE World Cup, to the Indian team winning gold at the Chess Olympiad, there are multiple achievements. This has helped drive interest in chess and we are seeing a huge growth in the number of people both playing and watching chess. Brands have taken note and are increasingly partnering with players who are becoming household stars in India. Some recent examples include Myntra, Britannia, LG, Ambit, Adani, and Quantbox to name a few."

After the surge in online viewership for the June 1 match, which recorded 27 percent higher viewership than the normal average seen for other matches in India, Shah pointed out the growth in traction for the overall tournament.

"Norway Chess has seen a huge increase over the last year. From our India channels, the event views for 2025 have almost increased by 50 percent over the 2024 edition. Post the June 1 match between Gukesh and Carlsen, our average viewership per stream grew more than 100 percent for the subsequent rounds," he added.

Tomar noted that Gukesh’s back-to-back milestones — from winning the Candidates to beating Magnus at Norway Chess — have completely shifted the perception of chess in India.

"There’s genuine excitement from brands which now see chess players as serious, high-value ambassadors. For the first time, we’re seeing inbound interest from both consumer brands and institutional sponsors towards the sport."

Upward curve

Gukesh's brand value is on an upward curve, said Subhash.

"What's interesting is that it's not just about the trophies — it's also the way he carries himself. Calm, composed, focused — there's something very compelling about his demeanour. He’s already becoming a symbol of next-gen excellence, and the more consistent he is on the global stage, the more valuable his personal brand becomes."

He added that they are seeing interest from a mix of sectors. "Obvious ones like ed-tech, financial services, and digital-first platforms are leading the way but now lifestyle brands, health-focused products, and even luxury and automotive are expressing curiosity. It’s not just about performance anymore, it’s about narrative. Chess is becoming symbolic of strategy, intellect, and resilience, and that’s a brand story many categories are eager to tap into."

In Vantika's case, Tomar is seeing interest from women-centric platforms and brands looking to back India's growing female chess ecosystem.

He added that chess endorsement deals have increased manifold from two years ago.

"Top-tier players like Gukesh or Praggnanandhaa can now command significant endorsement deals, depending on media usage and, exclusivity. For emerging talent, the market has also seen substantial growth. These numbers represent a huge jump from where chess was just 2-3 years ago, reflecting the sport's rapid commercialisation and mainstream acceptance."

According to Shah, the deal size of endorsements varies according to the player’s success, popularity and the deliverables for a sponsor. "A top GM (grandmaster) could have an annual deal in the single-digit crore range."

Globally, someone like Magnus Carlsen commands top-tier deals across luxury, gaming, and fintech categories, pointed out Tomar. "He’s built a personal brand that goes beyond the sport. We see a similar trajectory for Indian stars if they continue to win big and connect with audiences beyond the chessboard."

Expanding chess portfolio

IOS Sports is also planning to expand its chess portfolio. "There’s a deep bench of talent in India—players who are not only world-class but also media-savvy and story-rich. Our aim is to support them not just with endorsements but also with content, PR (public relations), and brand building," Tomar added.

He highlighted the WACA (WestBridge Anand Chess Academy)-Gukesh partnership which has sparked broader interest in structured sponsorships. "Several corporates are exploring long-term backing whether through CSR (Corporate Social Responsibility) arms, startup leadership initiatives, or even direct brand ambassadorships. It’s no longer just philanthropy, it’s strategic, impact-led branding."

Breaking into the mainstream

Subhash said that while it’s still early days compared to cricket or Olympic medallists, top-tier chess players like Gukesh are beginning to command serious value, especially if there’s a global win or a major media moment backing it. And if India does have a World Chess Champion in the next cycle, that number could rise dramatically, he added.

"Chess players used to be seen as brilliant but a bit too niche and not always easy to build a mass-market campaign around. That’s changing quickly. Today, brands are beginning to see top Indian chess players as symbols of discipline, intelligence, and integrity, the kind of qualities that feel aspirational and authentic, especially to younger audiences," Subhash said.

Sharing similar sentiments, Tomar noted that while cricket remains dominant, chess is definitely breaking into the mainstream.

"It offers brands something unique—intellect, discipline, global competitiveness and that’s resonating well, especially with knowledge-first and tech-led companies. It may not yet be mass-market, but it's rapidly becoming a strategic category for brands looking for credibility and cut-through."